It’s not you (well it is a bit you), it’s me: Self- versus social image in warm-glow giving

Philip Grossman and Jonathan Levy ()
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Jonathan Levy: Monash University

No 2021-04, Monash Economics Working Papers from Monash University, Department of Economics

Abstract: Attempts by charities to motivate giving tend to focus on potential donors' altruistic tendencies. However, prior research suggests that approximately 50% of individuals are to some extent motivated by warm glow, the satisfaction received from the act of giving. The satisfaction derives from looking good to themselves (self-image) and/or to others (social image). We conduct an online experiment with a more realistic simulation of being watched to determine the importance of self- and social image to warm-glow giving. We find that self-image is important for the act of giving; social image significantly increases average giving. Our results suggest that charities looking to increase their donor bases might effectively do so by focusing on self-image concerns. Charities wishing to increase the amount donated might effectively do so by focusing on the social image concerns of the donor. We find evidence of reactance among a subsample of those experiencing the watching eyes.

Keywords: self-image; social image; altruism; warm glow; experiment (search for similar items in EconPapers)
JEL-codes: C90 D91 H40 (search for similar items in EconPapers)
Date: 2021-09
New Economics Papers: this item is included in nep-exp and nep-isf
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